 The Effect of Social Media Influencers’ Trustworthiness on Customers’ Perceived Brand Value, and Purchase Intention: A Perspective of Gen ZLi Ding ()
Chapter 3 in Celebrity, Social Media Influencers and Brand Performance, 2024, pp 39-62 from Springer Abstract: Abstract This chapter aims to explore the impact of perceived trustworthiness toward Gen Z social media influencers on Gen Z restaurant customers’ perceived brand value and purchase intentions. This study collected online survey data from 312 Gen Z restaurant customers in the United States in the spring of 2023. The partial least squares structural equation modeling (PLS-SEM) was used to analyze the data and concluded that Gen Z customers’ perceived high trustworthiness toward Gen Z social media influencers had a positive impact on increasing brand value perception and purchase intentions. This study did not identify the significant effect differences between the social influencer’s follower group and the non-follower group. The results of this chapter provide a better understanding of Gen Z consumer behavior and how their consumption behavior is influenced by social media influencers in the same generation. Keywords: Perceived trustworthiness; Perceived brand value; Purchase intention; Gen Z; Social media influencer; Consumer behavior; Restaurant (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-63516-8_3 Ordering information: This item can be ordered from DOI: 10.1007/978-3-031-63516-8_3 Access Statistics for this chapter More chapters in Springer Books from Springer |
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